Trends Report

Frontline Marketer Vs. Machine

The Mix Of Humans And Technology In Frontline Marketing Is Going To Change And You’re Not Ready

November 8th, 2023
John Arnold, Principal Analyst
John Arnold Principal Analyst
With contributors:
Steven Casey , Emily Wen , Arianne Burnette

Summary

As game-changing technologies such as conversational and generative AI learn to perform more marketing tasks, frontline marketing leaders need a strategy for evolving to the optimal mix of marketers and machines. Leaders should anchor their approach on customer obsession and buyer experiences, not specific technology features or marketing processes. This report explains the implications of tech-enabled frontline marketing augmentation and provides a customer-oriented thought process for evolving the mix of humans and technologies assigned to frontline marketing responsibilities.

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